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Mediasmith, an independent digital agency based in San Francisco, has pulled out of the 4As, citing the trade association’s failure to support the Association of National Advertisers’ media-buying transparency recommendations.
Read More MediaPost: Mediasmith Drops 4As Membership, Issues ‘Client Bill Of Rights’
Agencies are calling for increased transparency around ad buys and time spent with media, following Facebook’s and Dentsu’s admission of miscalculation of metrics. Both apologized and are taking steps to correct the situation.
Read More MediaPost: Agencies Want Increased Transparency For Ad Metrics
JP Morgan has paused its $250m annual ad-buying account in the face of a supposedly widespread undisclosed rebates from media suppliers.
Read More The Drum: JP Morgan pauses ad spend amid agency rebate row
Dentsu reported today that its ad scandal, first reported to have overcharged client Toyota, is much broader than that, affecting at least 111 clients and involving some 633 “suspicious” digital ad transactions.
Read More MediaPost: Dentsu Reports 633 ‘Suspicious’ Ad Transactions Affecting 111 Clients
The need for greater transparency and accountability hit the advertising industry Friday after Facebook confessed that it miscalculated how long site visitors watch video ads and Dentsu admitted to overcharging clients for digital media services by placing fewer ads than promised.
Read More MediaPost: Miscalculations From Facebook, Dentsu Could Force Ad Industry Change
Dentsu Inc. handled internet advertisements inappropriately and overcharged customers an estimated ¥230 million ($2.3 million) in a case that may stoke concern about the transparency of digital media transactions.
Read More The Japan Times: Dentsu internal probe reveals ad overcharges going back to 2012
For over a month, advertising giant Dentsu Inc. has quietly been investigating “inappropriate operations” at its digital ad businesses in Japan. On Friday, it announced some preliminary results: It tallied 111 clients affected, and 633 suspicious transactions amounting to $2.3 million.
Read More AdAge: Dentsu: 111 Clients in Japan Faced Overcharging, ‘Inappropriate Operations’
Dentsu Inc. will pay an estimated 230 million yen ($2.3 million) back to customers, including Toyota Motor Corp., that it overcharged for Internet advertisements in a case likely to stoke concern that digital media transactions have lacked transparency.
Read More Automotive News: Toyota’s Japan ad agency Dentsu to repay advertising overcharges
WHAT’S A FEW DECIMAL POINTS: Marketers and ad agencies are learning that their campaigns on Facebook may not have been nearly as effective as they thought. For two years, Facebook overestimated the average amount of time people spent watching video content on its platform. The social media giant disclosed in its online advertiser help center that the key metric was accidentally artificially inflated by only including videos viewed for more than three seconds. Facebook told ad buying agency Publicis Media that it likely overestimated average time spent watching videos by a whopping 60% to 80%, according to a letter Publicis sent to clients, which was reviewed by The Wall Street Journal. The miscalculation means marketers may have misjudged the performance of their video ads as well as decisions to move budgets into Facebook, while publishers who post videos on the platform are also affected. Facebook’s solution? A new name for a new metric for what was meant to be measured in the first place. Maybe it’s time for the internet’s so-called walled gardens to finally allow true third-party verification of their data.
Dentsu Inc. will pay an estimated 230 million yen ($2.3 million) back to customers, including Toyota Motor Corp., that it overcharged for Internet advertisements in a case likely to stoke concern that digital media transactions have lacked transparency.
Read More Bloomberg Markets: Dentsu to Repay Advertising Overcharges Flagged by Toyota